Animated pic takes advantage of 'Avatar's' exit

“Alvin and the Chipmunks” scurried to No. 1 on Visible Measures’ top 10 online film trailers chart, taking advantage of “Avatar’s” exit the last week of 2009. The 20th Century Fox animated sequel grew 17% to just under 3 million views in its final post-release frame.

Warner Bros.’ “Sherlock Holmes” locked up the No. 2 spot by leaping four spots with an 85% increase for a final tally of over 783,000 views. The Robert Downey Jr. starrer got off to a slow start — falling out of the top 10 twice since its debut — but finished strong.

Lionsgate’s “Daybreakers” trailer continued its strong run a week from release by jumping a spot to No. 3 with a 7% increase for more than 483,000 views.

The Weinstein Co.’s “Nine,” which received a Metacritic score of 48 and grossed only $5.5. million at the weekend box office, dropped one position to fourth place with a 29% decrease for 436,776 views — a rare post-release week decline.

Rounding out the chart: Sony’s “Legion” grew 14% with three weeks until release; Fox Intl.’s “Percy Jackson & the Olympians: The Lightning Thief” increased 4% with six weeks until release; WB’s “Book of Eli” grew a healthy 73%, mostly due to popular film trailer channels on YouTube; Universal’s “It’s Complicated” returned to the chart following its release while U’s “The Wolfman” howled onto the chart for the first time with six weeks until release; and Par’s “Up in the Air” dropped two spots to No. 10 with a 1% decline for 127,040 views in its post-release week.

Also of note: The five post-release films on the chart are the most since Visible Measures began tracking post-release week stats. Also, action has remained the dominant genre in recent weeks, including the majority of positions this week.

Click here for the full chart

Data is provided by Visible Measures, an independent third-party measurement firm for Internet video publishers, advertisers and viral marketers. A joint project with Visible Measures and Variety, this chart of the top 10 online film trailers shows the week’s top-performing online video trailers with a focus on films that are within 10 weeks of general release. For more information about how to interpret these results as well as additional background on the data collection methodology, please visit Visible Measures.

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